Flipkart has acquired a majority stake in Minivet AI Labs, deepening its investment in generative AI–led commerce and accelerating the shift toward visual-first and video-first shopping across its 500M+ user marketplace.The acquisition integrates Minivet AI Labs’ proprietary GenAI technology spanning catalogue videofication, generative video, and semantic search directly into Flipkart’s core platform, positioning AI not as an add-on, but as foundational commerce infrastructure.This isn’t just an acqui-hire.It’s a strategic bet on how India will shop next.
Why This Deal Matters
Indian e-commerce is at an inflection point. As attention spans shrink and mobile-first users dominate, static product listings are losing effectiveness.
Flipkart’s move reflects three clear market realities:
- Video is becoming the primary discovery format in digital commerce
- Visual storytelling drives higher engagement and conversion
- GenAI enables scale that manual content creation never could
By acquiring Minivet AI Labs, Flipkart is building AI-powered content generation directly into its commerce engine, rather than relying on external tools or creator-heavy workflows.
What Minivet AI Labs Brings to Flipkart
Minivet AI Labs specialises in transforming static product catalogues into immersive, video-driven experiences using generative AI.
Its capabilities include:
- Automated catalogue videofication at scale
- Visual-first product discovery
- Conversational and semantic search
- GenAI systems optimised for commerce use cases
For Flipkart, this unlocks a powerful flywheel:
better discovery → higher engagement → stronger conversions → richer data → smarter AI.
Founder Perspective: Scaling GenAI at National Scale
Aditya Rachakonda, Founder, Minivet AI Labs, called the partnership a defining milestone:
“This partnership with Flipkart is a pivotal moment for Minivet AI. It allows us to accelerate the deployment of our proprietary GenAI solutions, from catalogue videofication to conversational search, directly onto India’s leading e-commerce platform at scale, making shopping more intuitive and immersive for millions of customers.”
The emphasis is clear: scale.
GenAI’s real value emerges when deployed across millions of users not as experiments, but as default experiences.
Flipkart’s Strategic Lens: Visual-First Commerce
Ravi Iyer, Senior Vice President Corporate, Flipkart, framed the acquisition as a long-term capability play:
“Acquiring Minivet AI is a strategic investment that will enhance Flipkart’s core GenAI capabilities by the integration of niche talent and advanced proprietary technology… critical for addressing the rising industry trend of visual-first and video-first commerce.”
Importantly, Flipkart sees this as benefiting not just the marketplace—but the entire Flipkart Group ecosystem over time.
The Bigger Trend: Video as the New Product Page
Across India, commerce is converging with content:
- Short-form video influences purchase decisions
- Regional and vernacular users prefer visual explanations
- Discovery is shifting from search-led to feed-led
GenAI bridges the gap between scale and personalisation, enabling millions of SKUs to tell their story without exponential content costs.Flipkart’s acquisition positions it ahead of the curve as platforms race to make shopping more immersive, intuitive, and intent-driven.
Strategic Signal to the Market
This move sends a clear message:
- AI is now core to Flipkart’s product roadmap
- Video commerce is no longer experimental it’s foundational
- Visual discovery will define the next phase of Indian e-commerce
- Proprietary GenAI capabilities are a competitive moat
As global and local players compete for attention and wallet share, experience differentiation not just pricing will decide winners.
Flipkart’s majority acquisition of Minivet AI Labs marks a pivotal step toward GenAI-native commerce in India.By embedding generative video and visual-first discovery into its core platform, Flipkart is reimagining how products are discovered, understood, and purchased at scale.This isn’t just about better listings.It’s about building the future interface of Indian e-commerce powered by AI, led by video, and designed for the next 500 million users.
